November 17, 2011

Recap: Rules of Engagement: Inbound Marketing Essentials for AEC

Last night, I was in the company of some fabulous marketers at the annual BuildBoston conference. Together with Karen Euler, marketing director at TRO| Jung Brannen, and Allison Brooks Scott, Marketing Manager at Skanska, we presented a session on inbound marketing to nearly a hundred curious architects, contractors, engineers, and fellow marketers! We were stunned by the turnout, particularly since our session coincided with the opening night party!

Inbound marketing has gained traction in recent years, especially with consumer product companies. Often, it is much faster and less expensive to market directly to the customer through a channel like Facebook or Pinterest than it is to invest tens of thousands in print advertising or hundreds of thousands in a 30-second spot (which no one watches anymore thanks to DVR!). But what is true for product companies isn’t necessarily the case for service businesses, particularly when the services offered are complex and highly technical. How can a person who has never worked with an architect or an interior designer before discriminate between two firms? How could a robust inbound marketing strategy help a construction company connect with a potential client? These are the questions we sought to answer in our seminar, Rules of Engagement: Inbound Marketing Essentials for AEC. Feel free to download a PDF of the PowerPoint. If you missed us and are interested in seeing the presentation live, we will be reprising the lecture for the National Association of Women in Construction on Tuesday, April 10, 2012. Let me know if you’re interested in attending, and I’ll make sure you receive an invite!

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